Formula E details Hugo Boss relationship

Motor racing - 13 Nov 2017

Author: Jonathan Rest

Hugo Boss, the German fashion brand, was today unveiled as the first official apparel partner of Formula E, the electric motor racing series, ahead for the 2017-18 season, which gets under way next month.

Hugo Boss will design and develop outfits specifically for Formula E series management, employees and volunteers. Its branding will also be represented on the Formula E demo car and championship livery, as well as trackside on the streets of some of the world’s leading cities.

An exclusive launch event will be held in Hong Kong on 1 December, ahead of the season-opening weekend double-header in the city.

Hugo Boss has been a commercial partner of Formula 1's Mercedes-AMG Petronas team since 2015, following a decades-long association with McLaren, but last week Hugo Boss chief executive Mark Langer told German weekly magazine Focus that the company would be switching to Formula E, albeit he did not give details on its planned involvement.

Langer said today: “As a fashion brand, we are always looking at innovative approaches to design and sustainability. When we first encountered Formula E, we immediately saw its potential and we are pleased to be the first apparel partner to support this exciting new motorsport series.”

Alejandro Agag, founder and chief executive of Formula E, added: “I’m delighted to welcome yet another global brand to the Formula E family, especially a respected and recognisable name in the world of fashion such as Hugo Boss. This new partnership will see the team on the ground at each race dressed with a winning mindset and ready to deliver a spectacular event in cities across the world.”

There are 14 races in the 2017-18 Formula E season, with races also slated for: Marrakesh, Santiago, Mexico City, Sao Paulo, Rome, Paris, Berlin, Zurich and New York and Montreal (both double-headers).